EMAP Retains Lead In Struggling Teen Sector

The latest figures from ABC show that for teenage magazines circulation levels have fallen by over 327,346 over the past year, a 9.7% decrease in sales.

Some magazines have fared better than others however, and Mizz, More, Live & Kicking and the recently launched Girl Talk have all experienced growth in circulation. The worst affected magazine is Big, with a 25.2% decrease in sales. This magazine recently closed (see EMAP Closes Big! Magazine). Also suffering losses are EMAP’s Minx and Smash Hits – both saw major falls in circulation over the past year.

EMAP has maintained the highest publisher’s share within the teenage market, with 42% of all titles in this sector. Attic Futura and BBC Worldwide also have fairly large shares in the market with 28% and 21% respectively.

A likely contender to feature in the next ABC audit could be the new teen magazine launched by Mollin Publishing in October of 99 – Jump (see Mollin Launches New Teen Mag). More competition is also on the way with the launch of Buzz in late March this year, a title from Practical Publications, which is aiming to tap in on the youth market by focusing on fashion music and interviews with famous stars.

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